Baltimore-based kids’ footwear brand Jbrds is up for sale, FN has learned.
Co-founder and chief executive officer Mike Gugat confirmed the news to FN but added that there is “more to the story.”
“For potential acquirers in footwear, apparel, family, health, or consumer platforms, Jbrds offers a market-ready brand with a seasoned CEO (ex-Mizuno and Adidas), authentic differentiation, strong product IP, and a scalable foundation,” Gugat told FN. “We’ve done the hard work to blend pediatric insight, product innovation, modern go-to-market execution, and a well-crafted product roadmap informed by market realities.”
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“With runway, Jbrds is poised to become a footwear platform that delivers products kids grow up with and parents trust with their kids’ feet (and their health) for decades to come,” the CEO added.
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On Thursday, Gugat took to LinkedIn to pitch the sale of the brand. In a lengthy post, the CEO wrote that he was seeking conversations where he and Jbrds “could drive growth within a larger organization, whether that’s a footwear brand, consumer platform, retailer, or strategic operator looking to enter or redefine kids’ footwear; add clinically-backed product innovation; reduce returns through better fit and education; and acquire IP, product roadmap, and a proven operator in one move.”
Gugat called the pitch an “acquisition-for-hire” and “strategic tuck-in opportunity” not a “fire sale.”
He noted in the social media post that Jbrds has $400,000 in direct-to-consumer revenue and wholesale commitments from major retailers for 2026, with over 7,000 units sold.
Jbrds is the brainchild of podiatrist and foot-and-ankle surgeon Dr. Jay LeBow, who developed the concept in partnership with top sporting goods merchant David Hirshfeld and Gugat, a sales and marketing executive with footwear experience at Adidas and Mizuno.
Since its launch in July 2022, Jbrds offers kid’s shoes anatomically designed to support foot structure and activity requirements at four distinct stages of a child’s physical development.